Archive for May, 2011
Is it time to surrender to Facebook?
May 31st
One of the most frequent questions that comes up in my classes is “With Facebook, do we still need a website?”
Certainly this is a valid issue. After all, in its quest for world domination, Facebook has effectively created an alternate universe, their own in-house Internet.
They have continued to add useful and effective technology that can replicate almost anything a website can do, including …
- eCommerce
- Powerful demographic information and analytics
- Product sampling and local coupons
- Mobile integration, text and email
- Games, surveys and other interactive options
And then of course there is the fact that the world is there … or seemingly will be there. As marketers, we need to be where our customers are and that means Facebook.
In addition to this obvious fact, the data suggests that people are spending far more time on Facebook and less time on websites.
Up until now, my argument in favor of maintaining a website has been:
- Why would you give up the only thing you OWN on the web?
- I think it is a matter of when, not if, Facebook will have a privacy crisis that jeopardizes its viability. Why would you expose your company to that risk?
- Highly secure transactions should be executed behind your own firewall. Social platforms should point back to your website where the business takes place.
- Do you really want to trust your business to those guys in the Social Network movie?
I also remember a friend telling me last year about building a $50,000 eCommerce application for a customer that became obsolete the day before it was supposed to go live because Facebook changed the underlying technical requirements.
Another common argument I’ve heard is that companies need to hedge their bets. Surely there is a “next Facebook” coming down the line? As I expressed in a post called Why Facebook is more important than your house, I don’t think that is something to be concerned about any time soon.
But over time, my arguments seem to be sounding more emotional than practical. Maybe we should just accept the alternate universe and view websites as a back-up plan.
Why spend money building, promoting and optimizing a website nobody wants to visit? Do we surrender? What do you think?
Have you judged me today?
May 30th
There is this great man I knew. We’ll call him John. Because that was his name.
I’ve done a lot of crazy things in my career but probably none so challenging as serving as a facilitator for company-union labor negotiations. It was an emotional and bruising experience.
The first time I met John, a union official, he told me within five minutes that he didn’t like me. He went on to explain that I was a “company man” and so he would always distrust and dislike me, no matter what. This really pissed me off.
But truth be told, I didn’t like John either. He spoke in this thick, hick accent and I judged him to be an uneducated rube blindly following orders from shady union bosses who filed costly and ridiculous claims about work rules just to stonewall our progress and manipulate the negotiations.
Over a few days, John and I got to know each other better through the facilitated activities and over long lunches where we talked about our lives and families.
After the third day, he came up to me at a break and said, “I was wrong about you. I just assumed all company people were born with a silver spoon in their mouth. You weren’t. You had to work for everything. I think the real reason I hated you is because I was jealous. You worked hard and got somewhere. I never did that.”
I’m sure the look of shock on my face was apparent.
But I also realized that over those days I had gained a new respect for him, too. I learned that John had been dragged through 39 different schools over his 12 grades of schooling. He never really had a chance for a meaningful education or any close friendships during his entire childhood. He had bravely tried to salvage his alcoholic father, even when the man was waving a loaded gun at him as a child. And John had become a great husband, father and grandfather who always had some new pictures of the kids to show me. He was a lovely, caring man, forged by a lifetime of suffering.
I felt ashamed at how I had judged John. Getting to know the real man was a life-changing discussion and I swore never to make rash judgments about people again. I have never forgotten John’s “back story” and how my initial impressions were so unfair and wrong.
Through technology like the social web, it is easier than ever to make judgments about people. Usually we only see a little avatar and some written words. Maybe a phone call if we’re lucky. The technology is a convenient way to avoid personal contact. And yet, I so often hear people putting others in categories they don’t deserve based on partial information.
From John, I learned that we really don’t know a person until we have walked in their shoes. We don’t know where they have been. We don’t know how they have suffered.
You know, everybody starts out as this pure little baby with unlimited goodness and potential. Then a lifetime of hurt and crap builds up around them and who knows what it does to somebody.
There are a lot of people I know who I wish had their own ”John” moment. The cattiness and politics on the social web can be so disgusting. It’s too easy to give “hit and run” feedback without thinking about the person behind the avatar. Sometimes I feel like I’m watching “The Real Housewives of Facebook.”
I’m not going to accomplish much with this post. Catty bitchy people will probably be catty bitchy people whether they read this or not and I realize this post is not going to provide a life-changing moment. Maybe it’s more of a vent for me because sometimes people make the most audacious and hurtful assumptions and accusations when they don’t even know me. It sickens me.
When our relationship is limited to 140-character sound bites, we really don’t know each other. Let’s give each other a break, OK? Love one another, even when it’s hard to understand.
Can you adapt to radical social media marketing change?
May 29th
The other day I was enjoying a warm spring and decided to eat my lunch outside on one of the many public plazas in New York City. Pigeons strutted around me waiting for a speck of food to drop. As I was balancing my plate of chicken and rice, a pigeon dive-bombed my plate, sending half my lunch to the sidewalk … and into the beaks of his swarming cousins.
After my initial pissed-offed-ness, I marveled that this stupid little bird had learned a highly effective new behavior to gather food. It had adopted to its urban environment and surely was setting itself up to be the founding father of a race of hawk-like super pigeons.
It was a lesson that in any environment, those with the ability to adapt to changing conditions will win. I think with the frenzied rate of change we are now seeing on the social web, this will be an important lesson — and life skill — for marketers.
A hypothesis: Personal “technological networking and adaptability” is going to be an increasingly important characteristic valued by corporate recruiters. The ability to use the web to network, improve productivity, and find answers will be a highly-prized part of a personal skill portfolio. In fact, there is some research to back it up
A few years ago, I was in a graduate leadership program at Carnegie Mellon University and took a class from a talented educator and author named Robert E. Kelly. Dr. Kelly had just written a book called How to Be a Star at Work: 9 Breakthrough Strategies You Need to Succeed. Honestly, I thought it was going to be one of those kick-your-feet-up, blow-off kind of classes, but it ended up being one of the most interesting sessions of the program.
We all know that certain people tend to rise to superstar level at work. They may not be smarter or harder working than others, but they have a certain “something” that seems to push them up the corporate ladder.
Dr. Kelly had a research grant to determine the factors that these high-fliers had in common. After all, if you could actually test for these factors, wouldn’t that have a powerful impact on corporate recruiting and training? Turns out it wasn’t that simple, but after years of investigation he eventually found the magic formula.
According to Dr. Kelly’s research, one of those key characteristics of a corporate rock star is an ability to effectively network and find information quickly. Let’s say you had two employees — Tom and Tammy — equally well-educated, enthusiastic and nattily-attired. But Tammy had just one advantage — she knew how to use technology to rapidly find the people and resources she needed to accomplish a task while Tom picked up a phone and started calling people in the company directory. The research showed that Tom had no hope of ever catching up and the more complex the task, the further Tammy would outshine him.
It makes a lot of sense.
Dr. Kelly’s research seems to indicate that expert networking skills like an ability to navigate the social web can also be a crucial differentiator in your career.
So there. Now you can explain to your spouse that all that time you’re wasting on Twitter is actually a career-advancement opportunity! You may be just 140 characters away from the tweet smell of success.
I would be interested to know … how are you seeing this play out in your own workplace and your own life? And if you agree that this ability to adapt to technological change is important, how would you measure something like that?
University students speak out on Twitter (video)
May 28th
This is a cute little video some University of Louisville students put together splicing an interview with me and their Twitter views. Was glad to help with this class project!
I’m not sure why they originally called this video Lady Gaga #fail. It’s the strangest thing … people are constantly confusing me with Lady Gaga. I’m sure when you read {grow} you get this uncanny feeling that I am channeling Lady Gaga and of course the physical similarities are striking, especially when I wear my fembot flame-thrower bra.
Sure, it was fun for awhile. But then I was mobbed in Manhattan last week. And the paparazzi are driving me crazy. So I guess the students also just made their own conclusion that I am so Gaga-esque. Any way, I was glad to help out with this class project!









You’re in marketing for one reason: Grow.
Grow your company, reputation, customers, impact, profits. Grow yourself. This is a community that will help. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. I am so glad you’re here.
-Mark Schaefer

